Wie können unabhängige Hotels die Direktbuchungen gegenüber Online-Reisebüros steigern?

“Today it is 15-20 times more expensive to acquire a new customer than retain past customers. Unlike potential guests, past guests already know your property, your product and location, all you need to convince them is that your property’s value proposition hasn’t changed.

Guest Retention is the final fifth phase of the Digital Customer Journey, which also includes the Dreaming, Planning, Booking and Experiencing Phases. Because of ignoring this important engagement step, only 10%-15% of guests at independent hotels on any given night are repeat guests vs nearly 60% at the major hotel chains.

In 2025, success in bringing repeat business will likely make or break any property. How do you increase your repeat business?

By implementing CRM technology and a Guest Appreciation Program. Naturally, in addition to providing impeccable service, above and beyond customer expectations.

Only a meaningful CRM technology application – as part of your hotel tech stack – can ensure deep engagement with your past guests. CRM tech provides automated post-stay communications, guest satisfaction surveys, guest retention marketing automation and drip marketing campaigns, guest recognition program management and loyalty marketing. These fully automated CRM initiatives keep “the conversation going” with your past guests, keeps them engaged and steer them in the right direction: to book your hotel when they visit your destination again.

Why people like buying known things or from known brands? Because of the known value proposition, whether this is Apple products or a hotel. Not many repeat visitors to any destination would like to experiment with a new hotel. If your property has done a good job with your guests, if you keep them engaged after they have left, then they will come back.”

“1. Get Out There, Talk to People, and Make Connections
One of the best ways for independent hotels to attract direct bookings is by building personal connections. Engage with potential guests in real life or online, whether through local events, trade shows, or on social media. By establishing your brand’s presence in your community and beyond, you can cultivate a loyal following that prefers booking directly with you over an OTA. Personalised interactions make guests feel special and valued, encouraging them to book directly next time.

2. Build Relationships with Guests for Repeat Business
Creating long-term relationships with your guests is critical. When people feel connected to a brand, they’re more likely to return. Offering excellent customer service, engaging with guests on a personal level, and creating memorable experiences will increase the likelihood of them coming back for future stays. Loyalty programs and exclusive offers for direct bookings can incentivize guests to choose your hotel again, reinforcing the value of booking directly. For example, a small hotel might offer returning guests a free upgrade or discounts on future stays, which encourages direct repeat bookings instead of relying on OTAs.

3. Spend Money on Being Human and Authentic
While OTAs can throw millions into paid advertising, independent hotels can differentiate themselves by being authentic and focusing on human connections. Invest in creating a strong, personalised customer experience both online and offline. From handwritten thank-you notes to engaging social media content that speaks to your brand values, being human and authentic creates emotional connections that OTAs can’t replicate. If there’s an event in town tell your guests and get tickets! A great example is hotels that provide personalised welcome amenities or give guests local insider tips. Small touches like these build relationships that encourage guests to book directly.

4. Optimise Your Website and Direct Booking Channels
Ensuring that your website is user-friendly, mobile-optimised, and easy to navigate is a must for converting direct bookings. You can also offer exclusive perks for guests who book directly, such as discounted rates, free breakfast, or late checkout. Make your website the most convenient and appealing option for guests, so they choose to book directly rather than through OTAs.”

“For independent hotels, particularly those in regional areas, a cornerstone of our strategy at RevenYou is cultivating robust community relationships. We emphasise the importance of our clients’ active engagement within their local communities. This involves building authentic connections with residents, businesses, and organisations, demonstrating consistent support during both prosperous and challenging times. This fosters customer loyalty, as patrons are drawn to establishments that reciprocate their commitment.

In many regional markets, traditional relationship-building remains paramount. We facilitate direct engagement with corporations, travel agents, event organizers, and group coordinators to raise awareness and drive bookings. By prioritising presence and active participation, we cultivate relationships that translate into sustainable direct bookings.

As an example, during weather-related emergencies in northern Australia, we advised our clients to prioritise public relations and community support over immediate profitability. Demonstrating empathy and providing assistance during crises builds lasting goodwill and encourages repeat business.

Conversely, we also educate our clients on the realities of corporate travel policies. Some organisations mandate specific booking channels, rendering direct booking initiatives ineffective. We advocate for thorough initial assessments to understand booking requirements and adapt accordingly. Even when channel bookings are necessary, we strive to foster brand loyalty, acknowledging and respecting the customer’s mandated booking process. This balanced approach ensures we maximise both direct and indirect booking opportunities while building strong, enduring relationships.”

“Ensure that your direct rate is slightly lower by a few % and offer perks for guests to get when they book direct. For example, a “grab and go” breakfast, a later check out, F&B offerings, etc.”

“Independent hotels need to stand out by creating a distinct brand narrative that reflects their personality and unique value. A luxury resort might highlight its exclusivity and wellness offerings, while a boutique hotel could focus on design and local culture. High-quality photography, consistent messaging, and a compelling story across all channels help reinforce brand recall and create an emotional connection with potential guests.

Offering direct booking incentives is equally important. OTAs win on convenience, so independent hotels need to offer added value. Exclusive perks like complimentary breakfast, room upgrades, or spa credits for direct bookings create a compelling reason for guests to bypass OTAs. The value proposition should be clear and prominently displayed on the website and booking engine.

Personalisation is a powerful tool in the battle for direct bookings. OTAs own the guest relationship unless the hotel steps in first. Independent hotels need to capture and leverage first-party data to create customised guest experiences. A strong email marketing strategy, combined with a robust CRM, allows hotels to segment guest lists and deliver personalised offers.

Structured data ensures that search engines and AI tools can easily pull accurate information about the property. Natural language content, like detailed FAQs and location-based keywords, helps independent hotels appear in AI-generated recommendations.

AI-powered chatbots can handle booking inquiries and upselling opportunities in real time. Dynamic pricing tools adjust rates based on demand and competitor activity. Automated email follow-ups and pre-arrival communication help maintain guest engagement and drive upsells.

Independent hotels should actively encourage satisfied guests to leave reviews on Google, TripAdvisor, and social media. Positive reviews should be highlighted on the website and social channels.”

“It is incredible how few hotels are following up with emails to their guests thanking them for their stay and inviting them to book directly next time. At the end of the day, it is THEIR guest and not an OTA guest once the guest has checked in. As long as the guest has opted in to receiving emails, there are no GDPR breaches, and this is the perfect way to convert an OTA booking to a direct booking. Incentivise them in your email by offering them a bottle of wine for dinner when booking directly, or an upgrade to a suite etc., so that they have a reason to want to book directly.

Another way is to let people know when you respond to their reviews that they should book directly next time in order to receive preferred rates. This is possible on Tripadvisor and on Google, and just takes a small **Please book directly via our website – www.hotelx.com – for our best available rates and receive a welcome drink upon arrival/free car parking”, etc. With 95% of all travellers referring to review sites before they choose a hotel, it is the perfect place to get your message across.

But most importantly, make sure that your team are able to take direct bookings over the telephone. At any time of day or night. And that your website is easy to use and clear with regard to rates, packages, room types. 3-4 clicks is enough or you lose them. One of the main reasons that people use OTAs to make a hotel reservation is because it is easy to navigate, unlike many hotel websites.”